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昨晚试用了下最近很火的一个应用:“啪啪”,有声图片分享APP,创新工场名下产品。

啪啪给我的第一印象不错,微博登录大大简化了注册流程,新手操作指南简单易懂不罗嗦,默认的热门内容质量上佳。不过用了不到半个多小时后,脑中对这款APP变开始不断的出现问号,一个接一个,希望今天能花时间想清楚,到底这些问题是什么。

1,啪啪到底是什么?需求痛点在哪里?

“啪啪”的产品形态是“有声图片分享”,在我来看,“有声”的意义是要远远大于“图片”的概念。“声音”描述了一种场景,甚至是一个“故事”。声音中能表露的含义太多了,语音、语速、语调、辅助以漂亮唯美的照片,更像是一种心情故事的分享。图片本身的含义其实已经被大大弱化了。

用户为什么要用你的产品,你强调兴趣图谱,强调有声分享都不重要,绝大多数用户只关注一个词“好玩”。“好玩”是个极其广泛的定义和复杂的集合,融合多种场景,多种功能含义和需求满足点。当然在我看来,啪啪至少不是用两天就扔掉的货,还是很“好玩”的,当我刷完微博、看完资讯,也许我会来到这两听听别人在讲什么,对趣事泯然一笑、对美景深藏在心。

2,图片和声音是如何结合的?

啪啪的设计很讨巧,功能结构极其简明。主场景的热门图片使用尽可能大的size,可以保证图片质量和高还原度。以图片吸引用户,并以图片风格作为用户对“心情故事”的第一认知,让用户点击充满预期,缩短使用路径的同时可以获取足够的信息量。点击后图片展开,第一时间提供播放声音的按钮操作,让用户无任何学习成本,体验顺畅。在使用多次后,个人觉得目前的这种结合处理的还是相对比较到位的。在信息认知上,小图->大图->声音->声图结合->评论,顺畅并且循序渐进,一步步的营造所谓的“心情故事”的场景。交互上简单明确,每步操作指向性和反馈都很清楚,当然还可以有一些优化的尝试,例如直接在图片列表页选择播放,同时展开图片并直接播放声音;提供多种背景声音有有利于用户讲故事;适当优化播放进度条的设计,目前有些抢图片焦点。当然,这些都是硬挑出来的所谓优化点,还需要和产品需求进行反复的校验。

3,运营主导权到底是UGC还是编辑?

观察了2天的结果来看,目前热门内容还是编辑在运营。无论是图片质量还是声音质量,以及整体的内容风格,都很“文艺范”,当然,换成另一个词就是都很装逼。图片更多的集中在静物特写、风景刻画,多为抽象派,大量滤镜的应用让图片显得很有“味道”;推荐内容里,无论男声女声,质量都算上乘,我甚至怀疑很多女性解说者是团队雇来的专业声优,这无疑成为了产品的一大卖点:文字我看腻了,照片我也看腻了,声音我还真没怎么听过别人的。相信编辑也在可以营造这样的风格,随着用户群的不断扩充,也许会存在“打标签”的细分用户行为,但当前的这种风格选择无疑是比较安全和取巧的,在IOS用户中,这种风格的用户还是占据主流。新内容对旧内容也只采用了简单的堆栈式浏览,保证编辑的压力不会过大,优质内容可以较长时间的存留。至于UGC的意义目前还仅存在于内容上传,用户对内容的“赞”操作目前也只是一种象征,并无实际的指导意义,将来是否会将UGC作为一种主要的推荐算法还犹未可知。无论如何,对于内容型APP,人工编辑的价值永远是无法忽视的,也许仿照tumblr的运营方式也不失为一种选择。

4,LBS存在的意义和价值有多大?

移动领域,不得不提的是LBS的应用。可以说,所有基于LBS的社交APP都不可避免的会遇到一个问题,“不能约炮的APP不是好APP”。“啪啪”名字都搞成这种风格,我不相信团队在起名的时候没有想到这种舆论风潮,也许,人家就是想利用这种内涵去炒作自己呢(不懂者请自行google翻译“啪啪啪”)。陌陌的成功已经证明其他人一样能从微信的手中分得一杯羹,而啪啪和陌陌以及微信都不同。产品形态上,照片会比头像更能传达“内涵精神”,而基于声音的内容分享和交互操作,显然对于“沟通”来讲是更方便了。不过,显然啪啪的团队目前还并不想淌这趟浑水,LBS更多的是一种born-with的事情吧。

5,要社交吗?如何做?

在36kr读了一篇文章写的蛮好《在Instagram成功之前,有这样一款拍照应用…》,http://www.36kr.com/p/158036.html。一款本可以大红大紫的应用,市场和环境的高速变化让领航者感受到了巨大的压力和危机感,慌乱中不断的进行pivot和方向调整,但却最终迷失在专业工具和社交分享的大洋中。所以在使用啪啪的第一时间,我就在想啪啪到底是否应该做社交,到底能不能做成社交。

基于图片的分享APP太多了,从专业性的Instagram、Path,到满大街的twitter、微博、微信。真实关系、私密关系、兴趣图谱,貌似已经被各大佬和创业者们抢进先机了,啪啪需要从哪作为入手点呢?

简单来看,啪啪不想做私密社交。只提供新浪微博登录,登陆后引导邀请新浪微博好友,最重要的是可以单向follow和查看内容,从这些已经看出其与Path的本质区别。啪啪还是想借助现有的社交平台去打造自己的产品社交圈,这个社交圈可以是基于熟人的,例如新浪微博的好友;也可以是基于兴趣图谱的,例如follow某些特定兴趣取向的陌生人。

前者我相信做不大,不是其他对手太强大,只是单纯从产品形态来讲,声音的分享远比图片和文字的传播要求高,因为分享本身是为了互动,谁都希望自己的作品受到好评,所以需要消耗更多的精力去处理产出,在这样一个快速运转的社会环境里还不具备这样的土壤。提到这里,不得不提“唱吧”,同样需要高质量内容产品,同样是基于声音类的应用,二者对于社交关系的利用也存在一些共同点。至少目前来看,二者主要是利用社交平台简化注册流程,方便用户快速导入个人信息和关系链,同时通过主动或被动分享产生更多回流和新流量导入,有利于展开营销活动罢了。私密关系的社交我觉得反而有戏,因为闺蜜之间、情侣之间、家人之间,对于图片和声音结合的形式反而会适应的更好。

至于后者,基于兴趣图谱的社交,会更有前途。就像Instagram一样,这是一群乐于讲故事的圈子,在圈子中抒发情感,获得赞誉,满足心理上的某些欲望和需求,甚至是一种社会化的营销。说到这里,又得再次回到产品的定位,即在问题1中提到的,这是一款“分享心情”和“讲故事”的应用,关系链同样也建立在这样的背景下。

6,护城河在哪里?

知乎上很多人在讨论啪啪的护城河在哪里,不乏很多有价值的观点。在我来看,啪啪还远没到谈及护城河的地步,如果大佬们想要做,啪啪毫无还手之力,会被轻易的打死。最简单的就是微信出手,只要在朋友圈中加入有声图片功能,无疑已经废了啪啪的一条腿——基于社交的有声图片分享。

而另外一条腿——基于兴趣图谱的有声图片分享,目前来看值得精工细作。继续优化内容运营能力,可考虑引入免费或收费的内容产出模式;细分内容类型,如引入标签模式,可以提高用户沉浸式体验的时间和感受(例如旅游、食物,感觉会是很好的垂直频道)。当形成足够的用户认知和口碑,产品风格逐渐稳固并且深入人心之后,强大的细分用户数据累计效应,会让啪啪在于其他产品的竞争中处于有利地位。还有人提到可以考虑容易Viddy的视频分享元素,个人觉得短期这还不是一个成熟的领域。先不说拍摄水平、摄像头质量等元素,单是国内蛋疼的网络就已经基本将这个feature判死刑了。不过组合动画是单图的一个强有力的补充,动态图和套图都是可以尝试的一个方向。

未来不好说,点点在成功抄袭tumblr并在创新领域一炮而红后,便后劲不足,现在停滞不前。反观tumblr在国外火得一塌糊涂,即使Pinterest也无法撼动其根基。啪啪面临最大的问题还是用户群的小众性,无论内容运营再出色,也只能在一块蛋糕上精耕细作,用户盘子的天然缺陷是无法弥补的,但从另一方面也可以促成在特定圈子的病毒性传播。蛋糕虽小,但也可以填饱肚子哟。一句话,国内的APP创新还需要想的很深,想的更远。

本文来自Eric的博客

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48条评论

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